대형마트의 내부마케팅활동이 직무만족과 고객지향성에 미치는 영향에 관한 연구 = Effects of Internal Marketing Activities of Hypermarkets on Job Satisfaction and Customer Orientation

다국어 초록 (Multilingual Abstract)

This study aims to empirically analyze the relationship between the internal marketing activities of hypermarkets on the job satisfaction and customer orientation of employees. The theoretical basis was prepared through domestic and foreign literatures and previous studies, and the empirical analysis was carried out by establishing research model and research hypotheses. The data used for the empirical analysis were collected from employees of hypermarkets located in Busan City. The collected questionnaire data went through a refining process, and 352 valid questionnaires were finally subjected to demographic analysis, validity and reliability analysis, correlation analysis and multiple regression analysis by the statistical program SPSS Ver 26.0 and tested the hypotheses. Based on the discussion of the research results shown through the empirical analysis, the academic contribution of this study was the expansion of studies on relevant field due to the different research object, employees of hypermarkets, who had not been studied in terms of job satisfaction and customer orientation through internal marketing activities. In addition, the practical implications are different in that, distinguished from previous studies conducted on general office workers, the study was conducted on hypermarket employees who were most exposed to contact with customers and involved emotional labor. In particular, in the case of hypermarkets in Korea, many of the employees are acting as a major means of employment for career-breaking women, which provides implications on whether their abilities can be inspired in terms of human management.

국문 초록 (Abstract)

본 연구는 대형마트의 내부마케팅활동이 종사원의 직무만족과 고객지향성에 미치는 영향 관계 등을 실증적으로 분석하고자 국내외 문헌과 선행연구를 통해 이론적 근거를 마련하고 연구모형 및 연구가설을 설정하여 실증분석을 통해 검증하였다. 실증분석에 필요한 자료는 부산광역시에 소재한 대형마트 종사원을 대상으로 수집하였다. 수집된 설문자료는 정제 과정을 거쳐 352부의 유효 설문자료를 통계프로그램 SPSS Ver 26.0를 이용하여 인구통계학적 분석, 타당도와 신뢰도분석, 상관관계분석 및 다중회귀분석을 실시하여 가설검증을 실시하였다. 실증분석을 통해 나타난 연구결과에 대한 논의를 토대로 본 연구의 학문적 차원의 기여점은 지금까지 내부마케팅 차원에서 연구대상이 아니었던 대형마트 종사원을 대상으로 내무마케팅 활동을 통한 직무만족과 고객지향성 사이의 관계를 검증했다는 것은 선행연구의 확장에 이바지했다는 점이다. 또한 실무적 시사점은 일반 직장인을 대상으로 진행한 선행연구와는 달리 고객과의 접점에 가장 많이 노출되어 있으며, 감정노동을 수반하는 대형마트 종사원을 대상으로 연구를 진행했다는 점에서 차이가 있다. 특히 국내의 대형마트의 경우, 종사원의 다수가 경력단절 여성들의 취업에 주요수단으로 작용하고 있어 인적관리차원에서 이들의 능력을 고취시킬 수 있는가에 대한 시사점을 제공하고 있다.

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